OREANDA-NEWS. BloggerBase’s advanced analytics platform experts presented to the Russian media their assessment of influence marketing in the Russian YouTube segment: from January to August 2019, Russian opinion leaders, the so-called influencers, received 3 billion rubles. for posting advertising integrations in your video. By the end of the year, these costs have already reached 6 billion rubles., Predicts BloggerBase. At the end of 2018, the volume of this segment, according to the agency’s estimates, amounted to 2.2 billion rubles.

The Russian office of the Dentsu Aegis Network advertising group told the Russian media that the rating of BloggerBase is close to their estimates. Advertising integration into opinion leaders' content in some cases is more effective than direct YouTube video advertising, explains Vyacheslav Zyabkin, director of digital media placement at Carat agency. However, he states that now there are a number of limitations in the measurements and the pricing system on the part of influencers is opaque, which makes it difficult to estimate costs.

A significant part of the influence marketing market is located in the gray zone, said Ekaterina Makovetskaya, the head of the influence marketing working group of the Russian office of Internet Advertising Bureau. Advertisers often try not to identify themselves in any way in order to avoid a ban (ban) from YouTube for placing ads bypassing the site itself, the expert explains.